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The campaign combines other childhood nostalgia in its online-only ad, including narration alluding to the “Old MacDonald Had a Farm” nursery rhyme.

Alisa Harrison, senior vice president of global marketing and research at the Beef Association, told the Wall Street Journal that the group revived the campaign to appeal to young consumers – especially millennial parents.

“We had an iconic brand with 25 years’ worth of equity,” she said.

The association also hopes the campaign will kill misconceptions about beef.

“There are people out there in public dialogue that have an agenda” and attempt to “make the case that people shouldn’t be eating meat,” Harrison said. “People were misrepresenting how beef is produced.”

Harrison said over the years, the association has used the slogan on some marketing materials “in the background,” but none were prominent.

Not all Wichita barbecue restaurants serve burnt ends but the ones that do have developed a loyal following. Video by Denise Neil McClatchydneil@wichitaeagle.com

This recipe for bierocks, also known as German stuffed rolls, from Team Bequette features dough filled with cabbage, hamburger, and onions. Green bell pepper and garlic are also added. Music: Italian Afternoon by Twin Musicom. McClatchyTeam Bequette